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Content Strategy Campaign

American Welding Society

An excellent example of the value of in-depth research on the design process, this project for the American Welding Society called for segmentation and a deep dive into six different target audiences, and a differentiated visual strategy for each. We then executed various types of content—blog posts, videos, and infographics—aligning with each audience’s unique message and design strategy.

There are so many reasons that someone might consider a career in welding – and ways to get started – that the amount of information can be overwhelming. Our solution was to create target-specific content that’s easy to find, understand, and act upon.


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